![England's players arrive at Twickenham for a match in the 2024 Six Nations](/https/www.telegraph.co.uk/content/dam/rugby-union/2024/08/06/TELEMMGLPICT000365905436_17229443673630_trans_NvBQzQNjv4BqA7N2CxnJWnYI3tCbVBgu9T0aesusvN1TE7a0ddd_esI.jpeg?imwidth=680)
![England's players arrive at Twickenham for a match in the 2024 Six Nations](/https/www.telegraph.co.uk/content/dam/rugby-union/2024/08/06/TELEMMGLPICT000365905436_17229443673630_trans_NvBQzQNjv4BqA7N2CxnJWnYI3tCbVBgu9T0aesusvN1TE7a0ddd_esI.jpeg?imwidth=680)
To begin, two disclaimers: I believe in absolute authenticity and transparency so it would be disingenuous of me to not make clear from the start that I was involved in the Rugby Football Union’s announcement that Twickenham will be renamed Allianz Stadium from September.
For reasons that I will come onto shortly, I fully support the idea. I was approached by the RFU to participate in photo and videoshoots and I was paid for my time. I am happy to admit that. If you believe that invalidates my opinion then that’s fine but I implore you to read on.
The second caveat is a more holistic one: I write here not as a former England international or a World Cup winner, but as a grass-roots volunteer. I have been involved as a coach at Maidenhead RFC, a level five club in England, for many years. My children have worn the shirt as I have. I have watched them as they have me. I first attended a pre-season session at Preston Grasshoppers in 1984 and so I have completed 40 years of pre-season. Last Tuesday night, at Maidenhead, was as much fun as I’ve ever had on a rugby field.
But even a club like Maidenhead, not playing in one of the big leagues and still charging a fiver on the door to watch the 1st XV, needs help. Electricity bills, water bills, overheads, maintenance costs - they’re all going up. Amateur players playing their subs, without raising the tariff of those, is not cutting the mustard. It is a fantastically run club, with people who are both astute and assiduous, but like very club in the land a decent cash injection would be transformative. For some, it might be vital.
The sport has come under a serious threat over the past five, 10 years and this Allianz investment could be the antidote. There is a genuine commitment from the firm to revolutionise the sport’s grass roots. Their focus is on diversity and inclusion; of attracting more people to the game and injecting cash to boot. I don’t have access to the figures but clearly their investment will be substantial. Their budgetary involvement will last for years and, although I do not want to make this about the lite game, there is also the very reasonable point to make that the RFU are introducing central contracts in a move which the organisation believes will be vital for greater success on the world stage, specifically at their attempts to lift the Webb Ellis Cup and Women’s World Cup once again.
Of course, it will take time to get used to it - even for those, like me, who support it - and there will probably be those who never change. Some of those are some of my great friends. But, to them, I ask: why? If this investment ends up not just saving the game in England but transforming it, how much would a name be worth? Why is everyone becoming so protective over a name? What are the rational reasons except for a fear of change? This is a global partnership with an outstanding organisation which has a reputation for excelling in community and naming rights. How is this not a good thing for English rugby? Clearly, Allianz will anticipate a return on their investment through brand awareness but the advantages to the English game could be unquantifiable.
I am a Manchester City fan and the thought of switching from Maine Road to the Etihad initially made me sad. I’m sure that Arsenal fans and Irish rugby supporters could relate. Now, however, barely an eyelid is bat. Nobody cares because the coffers are healthy.
I love rugby. I am coming at this from a place of love. And anything that can help my phenomenal club become more welcoming, diverse and attractive, I’m fully behind. I understand the shock but in time I hope that the English rugby public come to realise that this is what helped turn the tide and get rugby right back at the forefront of their community mind.
Renaming Twickenham was essential – it could be the antidote to save rugby
Allianz deal can revolutionise grass-roots rugby and save a game facing a variety of existential threats